Young Drivers in Gloucestershire: A research led approach to engagement

1. Young Drivers in Gloucestershire: A research led approach to engagement Natalie Oakley Public Engagement Manager, Gloucestershire Road Safety Partnership

2. Young driver crashes in Gloucestershire Who: Young men (68%) What: Driver error Where: Rural roads When: Weekends

3. Starting the conversation The Survey Questions • experiences of being a car driver • perceptions of skill • driving behaviour • experiences of collisions, speeding • attitudes towards breaking the law The Study • Quantitative online survey of over 1000 students in 6 broad geographical & socio-demographic areas • 16 x 1 hour qualitative depth interviews with drivers and passengers • experiences of being a passenger • driving behaviours experienced • experiences of collisions, speeding • levels of anxiety experienced • beliefs concerning • why young drivers have crashes • what might change their behaviour • what else should be done to tackle the problem of young driver crashes

4. Working them out • The people • Many still living at home • Defined by social life & dynamics of friendship groups • Developing own identity by pushing boundaries and playing with risk • Driving either with complete nervousness or total cockiness • The drivers • Car is a bubble of independence, “me space – who I am” • Chance to “beat the system” and to escape • Cheap venue • The media • Social media main channel of contact • Immune to “shocking” content – watching crashes for “fun” • Limited live media - self streamed content – iPods vs. radio, Iplayer vs. TV but still accessing outdoor, print media • Embarrassed by “yoof” marketing, text speak

5. The age split • 17-19 year old driver • New found freedom • Ability to let rip • The chance to impress • Fight for supremacy • Everyone wants you (for a lift) • Babe magnet • Irresponsible Billy, 17, 2 weeks post test, drives at weekends

6. The age split 20-24 years old drivers • Economic necessity • Becoming responsible • Life stresses showing • Value car as an asset • Believe more skilful • Still erratic behaviours Molly, 21, driving 4 years, commutes to work

7. The behaviour split Types of behaviours Unplanned Planned • In-car distractions • group chat • loud music • digital dependency • Lonedriving & speeding • open road mentality of speeding • no other cars around – ok to put your foot down • Cramming • 6/7 crammed into car – the lunchtime trip to McD’s • Nocturnal activities • car park meets/rallies • racing/cruising • rights of passage/dares • no destination journeys • Motivated by • proving yourself • gang mentality • thrill seeking • Motivated by • mood • impulse • being scatty • bad time keeping Education Targeted Prevention

8. Observed and self reported behaviours Behaviours by drivers as observed by passengers (male & female)

9. Observed and self reported behaviours • Male v female behaviours(self reported)

10. Beliefs and anxiety Perceived levels of skill amongst young drivers Levels of fear and anxiety amongst young passengers

11. Why do young people think young people crash?

12. What did they say would change their driving behaviour? • Behaviour change levers

13. What do they want us to do? Help change attitudes Raise awareness • Drivers • Unpick the “coolness” of reckless driving • Campaign in a way that young people can engage with – right tone, right concept, don’t judge, don’t compare • Passengers • Give them the tools to stand up to dangerous drivers • Of risk • Speeding • Mobile phones • Driving on soft drugs • Cramming • Of consequence • Real life scenarios and outcomes • Of criminality of reckless driving • The laws and the consequences Help improve skills Law enforcement • Follow up courses for new drivers • Stronger tests • Ongoing learning • Awareness training • Changing dangerous behaviours • Be visible to them • Enforce the rules around specific behaviours • Enforce at known night spots • Help regulate dangerous behaviour • Harsher penalties

14. Speaking to them directly and campaigning effectively • The Designed to Drive programme was: • 6 week engagement programme with students from Gloucestershire College

15. Designed to Drive: The winner

16. Giving them the skills to drive safely • The Drive for Life session covers: • Speeding • Distractions • Collision investigation • Drink & drug driving • Seatbelts • Real life crashes & consequences • Boys & Girls – gender specific training

17. Regulating behaviour and enforcing the law • Development of the Gloucestershire Road Safety Academy • Access to Police collision data • £120k investment from the Police & Crime Commissioner • Targeted enforcement using the Special Constabulary and Roads Policing Unit

18. Conclusions • Our research led approach to engagement has and will continue to enable us to: • Build targeted and age/sex specific programmes of engagement • Redefine our communication channels with young people • Understand attitudes, beliefs and behaviours so that we can begin to affect them • Raiseawareness of the key risks for young drivers in Glos • Enforce the law around specific behaviours